Cheapflights ups brand building efforts to support international expansion
Cheapflights is increasing investment in brand building efforts as the travel search site looks to support international expansion plans.
The firm has created a director of brand marketing role to oversee brand building and strategy for the Momondo Group owned brand.
The director will manage an increased marketing budget that will see the launch of its biggest campaign later this year, which will run in the UK and in markets including the US, Canada and Australia.
Once hired, the recruit will also oversee brand-building efforts in new territories. New sites are planned for several English language speaking countries – details have not yet been announced but include Ireland where it does not have a site.
Momondo Group, which also owns the Momondo credited international marketing efforts when posting a 29.9 per cent increase in sales to £14.5m for the first quarter.
It also highlighted innovation efforts in mobile apps and optimised services. The company says 40 per cent of Cheapflights traffic comes from mobile devices, which is growing at a rate of 40 per cent annually.
The company wants Cheapflights to be the number one travel search brand in every territory it operates in.
In the UK, Cheapflights is facing increased competition from the likes of SkyScanner, which recently launched its biggest campaign and took on additional marketing resource to boost share, and Google ,which recently signed up Ryanair to make its flights available on the search giant’s Flights Search tool.
